DEVENS, Massachuetts. Recently, the article “Learning Express: A Family Run Toy Empire” appeared in The American Executive, a business-and-leadership magazine.
The piece chronicles how Learning Express Toys & Gifts has successfully navigated a retail landscape dominated by e-commerce giants by embracing a community-centric, nostalgia-infused model. CEO Lauren Derse, who has been connected to the business since childhood as the daughter of founder Sharon Derse, has steered the franchise into becoming the largest specialty toy network in the U.S., with over 80 individually owned stores that double as neighborhood anchors.
Growth and visibility for Learning Express have been driven by viral toy trends—like Squishmallows and fidget spinners—and savvy social media presence. Lauren’s prior corporate experience at GE Healthcare, Nike, and Converse injects operational discipline, while the company remains agile enough to launch new ideas quickly. During the COVID-19 pandemic, franchisees pivoted to launch individual online stores, a move described as “a lifesaver.” Looking ahead, a new point-of-sale system is expected to enhance personalized marketing, e-commerce infrastructure, and franchisee support.
Despite digital challenges, the heart of the brand remains its in-store magic—from immersive experiences like slime stations and tinsel hair to character appearances such as Bluey. The corporate team provides support across the board—from site selection to grand opening marketing—while encouraging the sharing of successful tactics among franchisees, like the spread of the tinsel hair event. Though international expansion is a possibility, the current focus stays rooted in domestic growth, especially scaling up e-commerce. For many parents, visiting Learning Express now brings full-circle nostalgia—those who shopped there as children are now shopping with their own kids, a testament to the enduring impact of the brand.
To read the original article, click here:
American Executive Magazine